It's bad enough you have to bump into one of these challenges, but frequently your ideas bump into 2-3 of the challenges. If you don't have 10-15 years of corporate experience, you haven't seen enough to know how to navigate these problems.

It's been my experience (especially in consulting) that Long-Term Employees are the biggest challenge to getting your ideas implemented. Long-Term Employees are protectors of the culture.

I was in a meeting a while back - and are you ready for this? The ANALYST was a long-term employee, and the ANALYST completely dictated the direction the company pursued. The Executive Team would come up with an idea, and the ANALYST would say "that has no chance of working, we tried that seven years ago and it did not work." Over and over and over this happened, to the point where nobody did anything different ... not only that, but nobody wanted to do anything different because nobody wanted the ANALYST to berate them. Only ideas that were guaranteed to work were pursued. How many of those exist?

There are a lot of moving parts to getting ideas implemented. Evaluate how your company culture (and your role in it) hurts your chances for implementation.

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Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

You may contact kevin at kevinh@minethatdata.com.

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